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How I Can Tell Marketing Could be Improved Just From Looking at the Website.

HOW I CAN TELL MARKETING COULD BE IMPROVED JUST FROM LOOKING AT THE WEBSITE |

Of course the website site alone isn’t a complete picture of all marketing activities for a business, but there are tell-tale signs that things can be greatly improved. The 3 areas discussed below can have the biggest impact on improving marketing results.

1. There was no information that sufficiently describes the business, or sets it apart from others.

A lot of businesses have a hard time describing themselves in a way that differentiates them, and also helps visitors appreciate the value of what they have to offer. When you visit a website, think of what you read, particularly on the home page. This is where a lot of alignment between the business and their target markets happens, and where a business especially wants to capture them.

When careful consideration is put into defining a brand strategy, expressing it in content and communications creates alignment with desired target markets. This alignment is achieved with brand positioning, and can be expressed in a well-crafted Brand Positioning Statement. This is one of the primary goals of the brand strategy, so the target markets will see the business as a peer provider.

With good alignment, brand positioning is aligned with the target markets’ needs and drivers, and they appreciate the value of what is being offered. It’s then easy for them to take the initiative to engage more deeply. When there is no brand positioning the business is like a blank slate, not especially focused on themselves, or the target markets.

Developing brand alignment is a foundational phase of marketing. Establishing this helps prospects appreciate the value of what the business has to offer.

2. There was information about the business, but nothing reflecting who they serve.

The content on the website included information about what the business does, how they do it, why they’re the best, how long they’ve been doing it, etc. There was almost no content directed at how the target market is helped by what they have to offer. When content is strongly focused on the features of the products or services, it can come across like the friend who brags too much. A little is ok, but too much reflects more interest in the business itself than in the visitor. It does not pull the attention of the target market in, or develop engagement with them.

Using benefit-oriented content consistently answers the question, “What’s in it for me?” It attracts, keeping the reader’s attention by solving, or promising to solve their pain point. On a more subtle level it shows you care about helping them, thereby helping to build likeability – one of the most important decision making factors. We simply do not buy from people or businesses we do not like. The goal is to communicate the features in a benefit oriented way.

Developing benefit-oriented communications occurs in the Attracting phase of marketing. Many businesses focus only on this phase, but use feature-oriented communications.

3. There was no encouragement to take a next step.

It’s up to the business to define action steps toward deeper engagement. Take the call to action for instance. For the most part, when content is provided without a call to action, it is not marketing, it’s informational only. It’s truly shocking how much “marketing” is out there without a strategic call to action. A call to action is a directive to take the next step.

We’ve all seen websites that went too far with calls to action, and they come across as overly aggressive at pursuing the sale. This is akin to the pushy sales person. It does nothing to develop likeability, and can negatively affect trust levels.

If a prospect visits your website but does not call or fill out the contact form, how are you continuing the relationship from there? At every touch point in front of your target markets; website, email, social media, networking, etc. much consideration should be given to how you are going to continue the relationship in a mutually prosperous way toward the marketing goals. In Relationship Marketing, you assume 100% responsibility for the relationship, taking the initiative to move it along – at all stages of the sales funnel.

Relationship development is the primary focus of the Prospering phase of marketing. This phase is skipped by many businesses, so attention to it can help to outshine the competition.

If you want to market strategically:

Develop brand positioning with key differentiators that are specific, unique to your business, and have high value.

Define and learn about your target markets and their drivers.

Communicate in a benefit vs. feature oriented way.

Focus on relationship development in every touch point, and at every stage of the sale.

When you get strategic, you get results. Up-level your marketing in this way and you’ll not only have more meaningful, impactful, and engaging marketing tools in place, you’ll realize the benefits to your bottom line.

Are you ready to Align, Attract, and Prosper? Contact me for an assessment to determine opportunities to improve your marketing results, or a complimentary strategy session to focus on immediate action items.

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I highly recommend working with Connie. She helped me put a new Web site together and is a delight to work with -- kind and professional -- and smart and savvy. Both her Web site and marketing expertise were invaluable and I learned a lot. Connie also works faster than the speed of light! With just a few simple instructions, she was off and running! I look forward to working with her again on future projects.

Cass Erickson, writingfortheworkplace.com

Connie Kroskin Consulting

2018-09-26T14:19:15+00:00

Cass Erickson, writingfortheworkplace.com

I highly recommend working with Connie. She helped me put a new Web site together and is a delight to work with -- kind and professional -- and smart and savvy. Both her Web site and marketing expertise were invaluable and I learned a lot. Connie also works faster than the speed of light! With just a few simple instructions, she was off and running! I look forward to working with her again on future projects.

“I have used several marketing specialists and have found Connie to be the best prepared to truly help me meet my goals. She is a great listener and knows the right questions to ask for a better end result. She is very efficient and delivers as promised. I would recommend anyone with marketing questions or plans to discuss it with Connie before you make that decision."

Neil Blanchard, President at ProfitPros

Connie Kroskin Consulting

2018-06-20T21:10:08+00:00

Neil Blanchard, President at ProfitPros

“I have used several marketing specialists and have found Connie to be the best prepared to truly help me meet my goals. She is a great listener and knows the right questions to ask for a better end result. She is very efficient and delivers as promised. I would recommend anyone with marketing questions or plans to discuss it with Connie before you make that decision."

“Connie did a wonderful job of listening and understanding my business in order to come up with marketing ideas. She is spot on about where and how to spend marketing money! She is a pleasure to work with.”

Carolyn Manhatton, Excelsior Paint & Design

Connie Kroskin Consulting

2018-06-20T21:11:12+00:00

Carolyn Manhatton, Excelsior Paint & Design

“Connie did a wonderful job of listening and understanding my business in order to come up with marketing ideas. She is spot on about where and how to spend marketing money! She is a pleasure to work with.”

“Connie worked with me on my personal branding. She’s a great listener and is able to take what you say and make the final product a reflection of your personality. She is insightful and gives you several ideas to work from when developing your brand. Connie is willing to make revisions based on give and take. I highly recommend her.”

John Sligh, small business owner

Connie Kroskin Consulting

2018-06-20T21:13:19+00:00

John Sligh, small business owner

“Connie worked with me on my personal branding. She’s a great listener and is able to take what you say and make the final product a reflection of your personality. She is insightful and gives you several ideas to work from when developing your brand. Connie is willing to make revisions based on give and take. I highly recommend her.”

https://conniekroskin.com/testimonials/i-highly-recommend-her/

“Connie IS my Branding Consultant. She has helped me with everything from concept to implementation. I now feel that everything about my branding represents me as a business owner, and also as a person. I am delighted with all we’ve done together and continue to think of ways Connie can help me market my business. 5 Gold Sparkly Stars for Connie!! Thank you for everything!”

Tara Schmakel, The Once Timid Networker

Connie Kroskin Consulting

2018-06-20T21:14:19+00:00

Tara Schmakel, The Once Timid Networker

“Connie IS my Branding Consultant. She has helped me with everything from concept to implementation. I now feel that everything about my branding represents me as a business owner, and also as a person. I am delighted with all we’ve done together and continue to think of ways Connie can help me market my business. 5 Gold Sparkly Stars for Connie!! Thank you for everything!”

“Connie has the unique ability to combine creativity with purpose. Her vision is clearly designed around delivering tangible results, not simply making great graphics. I highly recommend Connie for your next marketing communications project.”

Lee Snyder, On-Demand Productions

Connie Kroskin Consulting

2018-06-20T21:19:05+00:00

Lee Snyder, On-Demand Productions

“Connie has the unique ability to combine creativity with purpose. Her vision is clearly designed around delivering tangible results, not simply making great graphics. I highly recommend Connie for your next marketing communications project.”

“Connie was a key reason for our success on creative campaigns in a vastly and quickly changing environment. She kept us on track. Without her skills and management we would have been at risk on our successful outcomes.”

Kimberly Peters, Wolters Kluwer Financial Services

Connie Kroskin Consulting

2018-06-20T21:20:11+00:00

Kimberly Peters, Wolters Kluwer Financial Services

“Connie was a key reason for our success on creative campaigns in a vastly and quickly changing environment. She kept us on track. Without her skills and management we would have been at risk on our successful outcomes.”

"Connie was one of the best Art Director’s I worked with. Connie was able to pull together projects with an innovative and strategic balance. She was very detailed and engaged every step of the way and could provide thoughtful and creative solutions that were above the level expected. I would love the chance to work with Connie again.”

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Connie Kroskin Consulting

2018-06-20T21:22:28+00:00

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"Connie was one of the best Art Director’s I worked with. Connie was able to pull together projects with an innovative and strategic balance. She was very detailed and engaged every step of the way and could provide thoughtful and creative solutions that were above the level expected. I would love the chance to work with Connie again.”

“Connie has great leadership and decision-making capabilities, manages multiple projects on tight deadlines and delivers insightful & creative solutions to the projects under her direction. It would be a pleasure to work with her again.”

Mary Muelken, Art Director, RPM Connect

Connie Kroskin Consulting

2018-06-20T21:23:57+00:00

Mary Muelken, Art Director, RPM Connect

“Connie has great leadership and decision-making capabilities, manages multiple projects on tight deadlines and delivers insightful & creative solutions to the projects under her direction. It would be a pleasure to work with her again.”

“I worked with Connie on a couple of different projects for my business. She helped me to package my services of Home Staging, Design and Organizing. I had been struggling with how to do so on my own, and she really was able to bring good suggestions and clarity about how to effectively explain my packages in writing.

“I also hired Connie to create my Newsletter template and train me on MailChimp, so that I could easily create my monthly Newsletters. This is something I had put off for about three years, and within a week, she had it complete! This has probably been the most effective sales tool I currently have and am so happy that Connie helped me to get the ball rolling!”

Kristin Campbell, Owner at Organized Homes & Staging by Kristin, LLC

Connie Kroskin Consulting

2018-06-20T21:02:08+00:00

Kristin Campbell, Owner at Organized Homes & Staging by Kristin, LLC

“I worked with Connie on a couple of different projects for my business. She helped me to package my services of Home Staging, Design and Organizing. I had been struggling with how to do so on my own, and she really was able to bring good suggestions and clarity about how to effectively explain my packages in writing. “I also hired Connie to create my Newsletter template and train me on MailChimp, so that I could easily create my monthly Newsletters. This is something I had put off for about three years, and within a week, she had it complete! This has probably been the most effective sales tool I currently have and am so happy that Connie helped me to get the ball rolling!”

I have had the privilege of working with Connie for the last month. Connie is very organized and professional. Connie is a great listener, she has asked for my input and then has put together a very strong marketing plan to help achieve my sales goals.

I highly recommend Connie for all of your Marketing Strategy needs.

Mark Patun

Connie Kroskin Consulting

2018-07-14T15:15:23+00:00

Mark Patun

I have had the privilege of working with Connie for the last month. Connie is very organized and professional. Connie is a great listener, she has asked for my input and then has put together a very strong marketing plan to help achieve my sales goals. I highly recommend Connie for all of your Marketing Strategy needs.

https://conniekroskin.com/testimonials/very-strong-marketing-plan/

"Connie understands how to help tap into creativity. She helps individuals and businesses find a new way to attract the customers or ideas that you desire. I experienced her 12-month creativity workshop and after one session it was transformative. I highly recommend that you get in touch with her for your marketing, creative or inspiration needs."

Anne Pryor, LinkedIn Trainer

Connie Kroskin Consulting

2018-06-20T21:27:26+00:00

Anne Pryor, LinkedIn Trainer

"Connie understands how to help tap into creativity. She helps individuals and businesses find a new way to attract the customers or ideas that you desire. I experienced her 12-month creativity workshop and after one session it was transformative. I highly recommend that you get in touch with her for your marketing, creative or inspiration needs."

“I’ve been working with Connie Kroskin for the better part of a year. She has revamped my website, redesigned my business cards, created a brochure and other handouts to give to my prospective and current clients. As a solopreneur, she created a comprehensive package of design, structure, and direction that symbolizes both my business and me.

She has provided a beautifully crafted visual design for my business and brand. Her one on one sessions has helped me tremendously in refining my focus with a stronger ‘Call to Action’. Her warmth, expertise, and creativity have increased the visibility of my business, which in turn increased my customer base.

We continue to add more intellectual collateral to my product base as I work with my clients. I appreciate her depth of knowledge and proficiency of crafting a finely tuned marketing strategy for me to follow. Working with Connie is a huge yahoo for any business owner. Take advantage of her complimentary consultation, you will thank the heavens for having the opportunity to work with a well-seasoned and savvy marketing professional.”

Meg Miller, Owner and Founder of Critical Next Step

Connie Kroskin Consulting

2018-06-20T20:59:23+00:00

Meg Miller, Owner and Founder of Critical Next Step

“I’ve been working with Connie Kroskin for the better part of a year. She has revamped my website, redesigned my business cards, created a brochure and other handouts to give to my prospective and current clients. As a solopreneur, she created a comprehensive package of design, structure, and direction that symbolizes both my business and me. She has provided a beautifully crafted visual design for my business and brand. Her one on one sessions has helped me tremendously in refining my focus with a stronger ‘Call to Action’. Her warmth, expertise, and creativity have increased the visibility of my business, which in turn increased my customer base. We continue to add more intellectual collateral to my product base as I work with my clients. I appreciate her depth of knowledge and proficiency of crafting a finely tuned marketing strategy for me to follow. Working with Connie is a huge yahoo for any business owner. Take advantage of her complimentary consultation, you will thank the heavens for having the opportunity to work with a well-seasoned and savvy marketing professional.”

“When it comes to understanding branding and “how” to market your product, service, or personal capabilities, Connie engages her reservoir of extensive experience and knowledge to develop challenging, effective scenarios for new product ideas and ongoing marketplace demands. Her creative approach to developing and implementing marketing strategies and effective communications, results in unique, powerful messages that not only produce amazing results, but often surpass expectations.”

KimAileen White, Career Strategist

Connie Kroskin Consulting

2018-06-20T21:04:45+00:00

KimAileen White, Career Strategist

“When it comes to understanding branding and “how” to market your product, service, or personal capabilities, Connie engages her reservoir of extensive experience and knowledge to develop challenging, effective scenarios for new product ideas and ongoing marketplace demands. Her creative approach to developing and implementing marketing strategies and effective communications, results in unique, powerful messages that not only produce amazing results, but often surpass expectations.”

https://conniekroskin.com/testimonials/surpass-expectations/

“Before I meet Connie I was a DIY business person for 6 years. I realized I needed help to move my business to the next level. I kept tweaking what I had done in the past and wasn’t happy with the look or what I was conveying. I spent too much time spinning my wheels with little progress.

“Then I met Connie. She understood my business and created a thorough Marketing Plan with suggestions for getting my marketing to work. She reinforced what I was doing right. She found my unique qualities and branded my business Animal Bridges, to fit my perfect clients. Now I am always ready to communicate how I can help people with their pets.

“The culmination of all our work is a wonderful brand, marketing tools and website that says it all. Thank you, Connie, for your insight, understanding, and letting me be me!"

Elaine Garley, Founder of Animal Bridges

Connie Kroskin Consulting

2018-06-20T21:03:19+00:00

Elaine Garley, Founder of Animal Bridges

“Before I meet Connie I was a DIY business person for 6 years. I realized I needed help to move my business to the next level. I kept tweaking what I had done in the past and wasn’t happy with the look or what I was conveying. I spent too much time spinning my wheels with little progress. “Then I met Connie. She understood my business and created a thorough Marketing Plan with suggestions for getting my marketing to work. She reinforced what I was doing right. She found my unique qualities and branded my business Animal Bridges, to fit my perfect clients. Now I am always ready to communicate how I can help people with their pets. “The culmination of all our work is a wonderful brand, marketing tools and website that says it all. Thank you, Connie, for your insight, understanding, and letting me be me!"

“Connie is truly amazing. You truly don’t know, what you don’t know. Extremely worth the time and investment. Carpe Diem and set a time to meet with Connie.”

Steve Goldman, small business owner

Connie Kroskin Consulting

2018-06-20T21:08:14+00:00

Steve Goldman, small business owner

“Connie is truly amazing. You truly don’t know, what you don’t know. Extremely worth the time and investment. Carpe Diem and set a time to meet with Connie.”

https://conniekroskin.com/testimonials/connie-is-truly-amazing/

“I have been fortunate enough to work with Connie over the past several years on several digital online strategies. She is a gifted visionary who constantly guides and inspires the people around her. She is always ready to solve problems and does so by drawing from her breadth of experience to approach projects, challenges, and opportunities in a mature and thoughtful way. Connie is a huge talent to have on any team. She excels at communication, collaboration, and strategic development of the creative process. Any business would be very lucky to have her consultation services.”

Kathy Swanson, Sr. Account Director

Connie Kroskin Consulting

2018-06-20T21:15:30+00:00

Kathy Swanson, Sr. Account Director

“I have been fortunate enough to work with Connie over the past several years on several digital online strategies. She is a gifted visionary who constantly guides and inspires the people around her. She is always ready to solve problems and does so by drawing from her breadth of experience to approach projects, challenges, and opportunities in a mature and thoughtful way. Connie is a huge talent to have on any team. She excels at communication, collaboration, and strategic development of the creative process. Any business would be very lucky to have her consultation services.”

“All I can say is that my business was slow and I didn’t know what to do. Connie assessed my business, had me do a rebranding with a new image, had me do an open house and do regular newsletters. Since then I have been busy. So for very little cost I have at least doubled my business. I’d recommend her to anyone who is ready to make important changes. And she is a delightful person to work with.”

Warren King, Natural Healer

Connie Kroskin Consulting

2018-06-20T21:16:58+00:00

Warren King, Natural Healer

“All I can say is that my business was slow and I didn’t know what to do. Connie assessed my business, had me do a rebranding with a new image, had me do an open house and do regular newsletters. Since then I have been busy. So for very little cost I have at least doubled my business. I’d recommend her to anyone who is ready to make important changes. And she is a delightful person to work with.”